Google AI mode is here: An SEO consultant’s view

Earlier this week, Google made a major announcement that could result in a huge shake-up to the service – the introduction of advanced AI functionality for users in the UK.

The new AI Mode reflects a growing shift in user behaviour and a move towards tools like ChatGPT, which has emerged as a common tool in 2025 for queries that users would have previously turned to Google for.

In a blog post, Hema Budaraju, vice-president, product management, search at Google, explained: “AI Mode is particularly helpful for exploratory questions and for more complicated tasks like comparing products, planning a trip or understanding complex how-tos. In fact, we’ve found that early users of AI Mode are asking questions that are two or three times the length of traditional search queries.”

However, it will also mean yet more considerations for businesses when it comes to search engine optimisation (SEO). The last few years have already seen major shifts in strategy thanks to the growth of AI, automation and zero-click marketing – and the new mode is likely to put increased pressure on marketers.

So what could it mean for your search strategy? Here’s Axonn’s view on what you need to know.

How does AI mode differ from current AI options?

The chances are you’re already familiar with how Google incorporates AI in its search results. Its AI overviews have been live for a while, appearing above organic search results to offer AI-driven details relating to your search term. But where AI Mode differs is that it offers a far more conversational way of interacting with the search engine, allowing users to ask follow-up questions and delve deeper within Google’s ecosystem.

Its interface will be familiar to anyone who’s used ChatGPT, with queries generating detailed results, supplemented by links to the sources used. It also includes a range of features to support task-oriented and shopping searches. So, for example, it can help with specific queries like ‘can you help me find the cheapest flights between London and Paris?’

The key challenges facing firms in a new age of AI SEO

One of the biggest issues many firms have faced with the growth of AI search is a drop in traffic. With more queries able to be answered directly in SERPs – especially for more straightforward search terms – this has a knock-on effect on key metrics for discovery and engagement content. This can mean firms lack visibility into how their content is performing, as even if your brand is cited in Google AI results, impressions may not register.

In turn, this can make it harder for marketers to use data-driven marketing to identify which pages are influencing AI-generated results and which content types or formats are performing best. As a result, traditional reporting metrics may become less useful in isolation, meaning SEO professionals will need to adapt their tracking and analytics strategies.

Firms may also need to rethink how they approach user journeys, especially for content focused on awareness or top-of-funnel stages. Instead of prioritising clicks, brands may need to focus on visibility, authority and brand mentions within AI-generated responses themselves. 

Content types such as FAQs, original research, formats focused on discoverability in featured snippets and partnerships with trusted sources that frequently appear in AI results could all become important in this new landscape.

Essential SEO optimisation fundamentals still apply

To deal with these challenges, it will be essential for firms to understand how AI-driven results work. With AI Mode, one key factor to bear in mind is that it no longer uses just one search term. Instead, it uses a ‘fan out’ approach that breaks the query down into subtopics and conducts multiple relevant searches, before collating the results and presenting them to users.

This means that while individual keywords may not be as important as in the past, having strong clusters of relevant content that covers a wide range of potential queries will be hugely beneficial. Having these resources demonstrates authority and trustworthiness, which will be key factors Google’s AI Mode values highly when determining its results.

Ultimately, key principles of good SEO still apply. Google values authority and ‘helpful content’ when ranking its results, so proven practices such as quality, regularly-updated content, an effective off-site SEO optimisation strategy (especially including social media) and strong technical fundamentals that allow Google’s crawlers access are all still important.

Only time will tell just how large an impact AI Mode and similar search trends will affect SEO in the coming months. But by getting ahead of the curve, optimising for these models and maintaining quality throughout your online channels, you can stand the best chance of coming out on top.